In a bold move to strengthen its global brand presence, Saudi Arabia has secured a nine-year naming rights deal with Spanish football giant Atlético Madrid, renaming the club’s iconic stadium to Riyadh Air Metropolitano. This strategic partnership follows the successful shirt sponsorship agreement between the two parties, worth a reported €40 million per season from 2023 to 2027.
The Riyadh Air Metropolitano stadium, previously known as the Wanda Metropolitano and later the Civitas Metropolitano, will don its new name until 2033. While the financial details of the deal remain undisclosed, Atlético Madrid has confirmed that Riyadh Air has become the club’s most significant sponsor in its history.
This partnership marks a significant milestone in Saudi Arabia’s Vision 2030 project, aimed at modernizing the country’s society and diversifying its economy beyond oil dependence. Sports and entertainment events play a crucial role in this vision, with high-profile collaborations like this one helping to cement the kingdom’s status as a global player.
Interestingly, Atlético Madrid’s CEO, Miguel Ángel Gil Marin, serves on the board of the influential European Club Association, which is expected to play a key role in negotiations with FIFA regarding the scheduling of the 2034 World Cup. Saudi Arabia is poised to host the tournament, pending a formal vote by FIFA member federations on December 11.
Meanwhile, concerns surrounding Saudi Arabia’s human rights record, particularly with regards to migrant workers, continue to simmer. A global coalition of trade unions has filed a complaint with the International Labor Organization, alleging severe human rights abuses and wage theft affecting over 21,000 workers in the past decade. As the kingdom prepares to take center stage on the global sports scene, these issues are likely to remain in the spotlight.
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